How do tourism goal disclosure motivations drive Chinese tourists' goal-directed behaviors? The influences of feedback valence, affective rumination, and emotional engagement
基于自我决定理论和积极情绪扩展建构理论，研究中国游客在社交媒体上披露旅游目标的动机如何受反馈效价影响，进而通过情感反刍和情感投入驱动目标导向行为。
Based on self-determination theory and the broaden-and-build theory of positive emotion, this study investigated the motivations of disclosing tourism goals on social media and its impacts on Chinese tourists' goal-directed behaviors (GDBs). We proposed and tested a mutual transformation model of tourism goal disclosure motivation under different conditions of feedback valence (positive vs. negative feedback) and examine the mediating role of tourists' affective rumination and emotional engagement. The results revealed that tourists driven by extrinsic motivations develop a stronger emotional engagement in their tourism goals and exhibit more GDBs after receiving positive feedback on their disclosed tourism goals. However, negative feedback disclosed goals lowers GDBs and leads to affective rumination about tourism goals among those with intrinsic motivations. This study provides theoretical and practical implications for destination marketers to adopt marketing strategies based on the findings.